Brands & the brain : how to use neuroscience to create impactful brands / Arvind Sahay.

By:

Sahay, Arvind

Material type: Text

TextLanguage: English Series: IIMA business books seriesPublication details: Gurugram : Penguin Random House ; 2022.Description: viii, 352 pages : ill; 22 cmISBN:

9780143452614

Subject(s):

DDC classification:

658.407124 SAH

Summary: It is evident that some of the most powerful brands are deeply embedded in our unconscious emotions and memories. The purpose of this book is to develop an understanding of the link between the human brain and brand management principles as well as activities. It will educate readers about brain-operating principles and their impact on how humans perceive brands. The book also analyses how modern brands are created by leveraging brain functioning. In a nutshell, the book explains the indispensable role that the human brain plays in creating, sustaining and rejuvenating brands. https://penguin.co.in/book/brands-and-the-brain/

List(s) this item appears in: New Arrivals- September 1st to 30th 2022 | New Arrivals- November 1st to 30th 2022

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.407124 SAH (Browse shelf(Opens below))	Available		46609
Books	Institute of Public Enterprise, Library S Campus	658.407124 SAH (Browse shelf(Opens below))	Available		46699

It is evident that some of the most powerful brands are deeply embedded in our unconscious emotions and memories. The purpose of this book is to develop an understanding of the link between the human brain and brand management principles as well as activities. It will educate readers about brain-operating principles and their impact on how humans perceive brands. The book also analyses how modern brands are created by leveraging brain functioning. In a nutshell, the book explains the indispensable role that the human brain plays in creating, sustaining and rejuvenating brands. https://penguin.co.in/book/brands-and-the-brain/

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Brands & the brain : how to use neuroscience to create impactful brands / Arvind Sahay.

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